Many organizations find that their vision of CX success doesn’t match the reality of their CX programs. In fact, Temkin Group conducted research in 2016, surveying companies that had made investments in customer experience and had annual revenues of more than $5 million. Their research showed that:
- Only 15% describe their Voice of the Customer (VOC) program as very successful.
- 80% say they are collectors and analyzers of customer data, instead of being agents of change.
- Only 1 in 3 say they are good at implementing changes using VOC insight.
If most companies spend time collecting and analyzing customer experience feedback and results, instead of enacting change, their vision of customer experience success is never going to become reality.
So, how do we bring VOC forward to match up to expectations?
The foundational problem is that many companies are stuck on only measuring and reporting on CX. They aren’t unifying insights, building a daily culture of CX, or aligning business strategy to CX.
Companies need to move beyond reports and dashboard to make sure they actually acting on CX. Metrics need to move away from survey response rates and data collection, and instead focus on how to use customer feedback to engage employees, break down silos, and improve processes to create a seamless and efficient omni channel customer experience.
How do we make CX programs actionable?
Companies need to create a Closed Loop Framework that acts as a blueprint on how to use customer feedback to drive action and change across the business. This Framework consists of 2 parts: the Inner Loop and the Outer Loop.
The Inner Loop guides activities on how to use feedback to retain, coach and inspire your front-line employees. The Outer Loop uses the learnings from the Inner Loop to identify and fix process issues, channel opportunities and process gaps that make it harder for employees and customers to succeed.
How to build the Inner Loop Framework
Persona Mapping is the first step to building the Inner Loop Framework. A lot of organizations focus on which channels and journeys to measure, and how to measure them. But, they overlook which employee groups or personas will need to engage with the customer feedback daily. Persona mapping answers who in your organization should use this feedback to drive action in their everyday job. This goes beyond the front-line employee and their direct supervisor. Customer Experience is also the responsibility of the C-Level, mid-level management, and some central functions, such as Marketing or Finance.
Once all personas are identified, companies need to build a daily action framework for each persona. This framework clearly outlines specific activities (and the frequency and cadence) that each persona is responsible for in respect to how it acts on customer feedback. This creates consistency across the company, driving a seamless omni-channel experience. It allows for each persona to understand their role and responsibilities, and how to take actions that are best aligned to creating ROI.
This is the first step in creating the Inner Loop Framework, helping companies to get on the path to realizing their vision of CX success. To dive deeper into this subject, learn how to complete the Inner Loop Framework, and how to operationalize customer experience across your company, listen to our on-demand webinar, co-hosted with Convergys: Deploying a Closed-Loop Ecosystem: The Missing Link for VOC.